Overview: The client, a well-established supplier in the construction sector, sought to diversify their portfolio by entering the tile adhesive market in India. The objective was to evaluate market potential, understand the competitive landscape, and recommend viable entry strategies as part of this Business Opportunity Assessment. To support this, we conducted a comprehensive market study using a hybrid research model covering both supply and demand perspectives to generate a 360° market view.
Research Methodology :We applied a dual approach. Supply-side analysis estimated market size in value and volume terms. Meanwhile, demand-side research focused on buyer behavior and actual product usage trends. To enrich insights, we conducted 205 stakeholder interviews across competitors, distributors, builders, and end-users. The methodology included 80% primary research and 20% secondary inputs from reports and databases.
Assessment Scope:
- The study offered a comprehensive view of Market Potential, highlighting size in value and volume, penetration, and growth trends. It also shed light on the relative share of the organized versus unorganized segments and identified key challenges hindering wider adoption, including the continued use of traditional substitutes such as the cement-sand mix.
- In terms of the Competitive Landscape, we mapped active players and profiled leading brands across the tile adhesive landscape. We estimated key market players’ market share and analyzed offerings like regular, high-bond, quick-set, and epoxy based adhesives.
- The study also delivered deep insights into Channel and Influencer Dynamics within the market. The study captured trade vs. non-trade sales split and typical distribution models. Key purchase influencers such as contractors and retailers were identified. Additionally, we assessed preferred pack sizes, usage norms by tile type, and surface applications. We outlined factors driving brand preference: product quality, price, availability, and application ease.
Strategic Recommendations: Through extensive primary interviews with key stakeholders—including competitors, channel partners, and decision influencers. The client gained critical insights into market readiness, existing product positioning gaps, feasible market entry strategies, potential strategic partnership opportunities, and key regions and segments for initial market introduction.
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